TY  - BOOK
AU  - Kolb, Bonita
TI  - Marketing research
SN  - 9781526419279
PY  - 2018///
CY  - Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne 
PB  - SAGE
KW  - HF COMMERCE
KW  - Business and Management
KW  - Marketing research
KW  -  Qualitative Research
KW  -  Data
KW  -  Surveys
KW  -  Analyzing Numerical Report Writing
KW  -  Presentation
N1  - a concise introduction; S2 B2 PBT P1 Neuromarketing
N2  - This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The new Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment. The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including: Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany; Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya; Australia - Campos Coffee; Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea
ER  -